Gilbreath explains how to use this technique to inspire customers to truly engage with the marketing message, uncover a spectrum of unmet customer desires, and build a campaign designed to fulfill customers´ needs.
Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning: Bob Gilbreath
This groundbreaking audiobook takes you beyond relationship marketing and permission marketing and into the realm of the next big thing - meaningful marketing. This new concept addresses the modern consumer´s desire for (1) fewer intrusive, hard-sell marketing messages, and (2) more value-focused messages, independent of calls for purchase.Marketing guru Bob Gilbreath explains how to use his technique to inspire customers to truly engage with the marketing message, uncover a spectrum of unmet customer desires, and build a campaign designed to fulfill customers´ needs and move more product than ever. 1. Language: English. Narrator: Bruce Reizen. Audio sample: http://samples.audible.de/bk/brll/001871/bk_brll_001871_sample.mp3. Digital audiobook in aax.
The world is moving towards universal connectivity at a dizzying rate: thanks to the internet, there will be new ways to connect, converse, transact and experience the world that we cannot imagine today. Underpinning this whole system of connection is an infrastructure that generates a trail of data, a trail that not only tells us about human behaviour, but also tells us about consumer behaviour and market dynamics, as well as the relationships we value and the culture we live in. Creativity and Data Marketing helps marketers access this data, find meaning in it and leverage it to gain a competitive advantage.Creativity and Data Marketing helps senior marketing practitioners improve existing infrastructure, processes and activities to:1.Find new addressable markets2.Validate (or re-think) market demand3.Better understand the consumer4.Market test and improve the product/service/experience sold 5.Identify consumer touch points beyond paid media (including forums, editorial in blogs, native advertising, and word-of-mouth)6.Develop, support and apply greater creativity in communications7.Apply data effectively in ´creative´ fields such as advertising and marketing.
New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works. When managers and marketers outline their social media strategies, they plan for the ´´right hook´´-their next sale or campaign that´s going to knock out the competition. Even companies committed to jabbing-patiently engaging with customers to build the relationships crucial to successful social media campaigns-want to land the punch that will take down their opponent or their customer´s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don´t. Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It´s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices-content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
Facebook, PayPal, Alibaba, Uber - these seemingly disparate companies have upended entire industries by harnessing a single phenomenon: the platform business model. When a company like Uber connects drivers with passengers, everybody wins - except traditional taxi companies which are scrambling to survive. Assumptions about operations, finance, strategy and innovation all change. Platform Revolution explores the what, how and why of this revolution and provides the first owners manual for creating a platform marketplace. Revealing the strategies behind some of todays rising platforms, the authors explain how entrepreneurs - and traditional companies - can thrive in this new world. In cases as diverse as shoes, spices, dating, energy, home appliances and education, Platform Revolution provides the essential guide to unlocking the potential of an economic landscape transformed.
What do winners of major sales do differently than the sellers who almost won, but ultimately came in second place? Mike Schultz and John Doerr, bestselling authors and world-renowned sales experts, set out to find the answer. They studied more than 700 business-to-business purchases made by buyers who represented a total of $3.1 billion in annual purchasing power. When they compared the winners to the second-place finishers, they found surprising results. Not only do sales winners sell differently, they sell radically differently, than the second-place finishers. In recent years, buyers have increasingly seen products and services as replaceable. You might think this would mean that the sale goes to the lowest bidder. Not true! A new breed of seller--the insight seller--is winning the sale with strong prices and margins even in the face of increasing competition and commoditization. In Insight Selling, Schultz and Doerr share the surprising results of their research on what sales winners do differently, and outline exactly what you need to do to transform yourself and your team into insight sellers. They introduce a simple three-level model based on what buyers say tip the scales in favor of the winners: Level 1 ´´Connect.´´ Winners connect the dots between customer needs and company solutions, while also connecting with buyers as people. Level 2 ´´Convince.´´ Winners convince buyers that they can achieve maximum return, that the risks are acceptable, and that the seller is the best choice among all options. Level 3 ´´Collaborate.´´ Winners collaborate with buyers by bringing new ideas to the table, delivering new ideas and insights, and working with buyers as a team. They also found that much of the popular and current advice given to sellers can damage sales results. Insight Selling is both a strategic and tactical guide that will separate the good advice from the bad, and teach you how to put the three levels of selling to work to inspire buyers, influence their agendas, and maximize value. If you want to find yourself and your team in the winner´s circle more often, this book is a must-read.
The bestselling author of Buyology maps the subtlest desires of people around the world - and shows how they lead to breakthrough products and services Hired by the world´s leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world´s leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. In Switzerland, a stuffed teddy bear in a teenage girl´s bedroom helped revolutionize 1,000 stores, spread across twenty countries, for one of Europe´s largest fashion retailers. In Dubai, a bracelet strung with pearls helped Jenny Craig offset its declining membership in the United States and increase loyalty by 159 percent in only a year. And in China, the look of a car dashboard led to the design of the Roomba vacuum - a great American success story. How? Lindstrom connects the dots in this globetrotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior. Small Data combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands; and along the way, reveals surprising and counter-intuitive truths about what connects us all as humans.
As the digital landscape has changed buyers´ habits it´s increasingly difficult to reach them early enough in their decision-making process using traditional sales methods. Developing relationships with decision-makers through social networks has become an increasingly critical skill - enabling sales professionals to engage early on and ´hack´ the buying process. Social Selling provides a practical, step-by-step blueprint for harnessing these specific and proven techniques including: - How to use networks purposefully to build social trust and create a high quality community - How to develop real influence and authority in your subject area and connect with change-makers - How to scale the social selling strategy across an organisation including maturity and investment models, risk and governance, and technology platforms. Written by Tim Hughes, a thought-leader and renowned practitioner in social selling, and Matt Reynolds, one of the UK´s leading technology sociologists, this is essential reading for sales professionals, digital sales directors, and SMEs who want to embrace the power of social selling in their organisation.